the tao of kevin chesters

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W+K Planning Director Kevin Chesters (shown above, not actual size) is renowned for his colourful turn of phrase. He is master of the metaphor, a sovereign of the simile. Here are a few choice examples, as collected by Miss Naomi Bartle, a keen follower of the phraseology and flow of the self-styled 'Vasco da Gama of Strategic Planning'.

Read and marvel…

– I want to avoid using research as a drunk uses a lamp-post: for support, rather than illumination.
– Sounds a bit 'Janet and John'
– About as creative as my cock
– Bottom-feeding daytime ratings
– It is colder than a penguin’s knob
– If you’re a hammer, everything looks like a nail
– Olympics sponsorship is like going on hunger strike, you can’t sort of do it
– The world is complex; it doesn’t matter if you’ve got 100 sheep fucking off everywhere so long as there is a fence around them
– We work in advertising; we’re not space shuttle pilots.
– I write the spells, I don’t have to wave the wand
– Just because there’s an arsonist in your neighbourhood doesn’t mean you burn down your own house
– It’s not about the minutes you spend on the pitch it’s the goals you score when you are there
– I create the magic, I don’t polish the cauldrons
– Harry Potter doesn’t write his own spell books
– If ifs and ands were pots and pans there’d be no need for tinkers (quote from Kev’s Gran)
– I might swear but I never use filth (quote from Kev’s Gran)
– There’s less to him than Karen Carpenter’s dinner
– Keep one eye on the future whilst dancing in the flames
– It's a little tricky to have this discussion whilst we're still doing more stress tests than the scientologists on Tottenham Court Road.

where have all the hotshops gone?

Cannes table

This is Campaign's somewhat parochial table of UK agencies' Cannes awards results, which helpfully omits all those Lions mistakenly awarded to pesky foreign shops.

Not that we're counting but, to be honest, it wasn't a vintage year for W+K London. On the other hand, neither was it a washout. BBH certainly deserved to come top out of UK agencies, and CHI had a strong showing courtesy of their print work for News International, but where are the UK's "creative hotshops"?

This is supposed to be the vibrant market that spawns hot young agencies that inspire the rest of the world with their fresh and brilliant work. So, where are they on this list?

#MyTimeIsNow is Nike’s most successful football campaign ever

Screen Shot 2012-06-29 at 12.06.26

Sports Industry News reports that our current campaign 'my time is now' has been Nike's most successful football campaign ever. That follows on from our previous 'most successful ever' Nike football campaign 'Write the Future'. Here's what they say:

Nike football has revealed that the ‘My Time Is Now’ campaign has been named the brand’s most successful football campaign ever.

‘My Time Is Now’ follows global football campaigns including ‘Good vs Evil’ in 1996, to 'Airport' in 1998, to 'Secret Tournament' in 2002, and the “Write the Future” campaign prior to South Africa in 2010. (All also created by Wieden + Kennedy)

Featuring global icons including Cristiano Ronaldo,  the ‘My Time is Now’ film has received over 39m views (30m flat film views & 9m interactive film views across all platforms) and is the fastest growing Nike film ever – according to the brand.

Consumer engagement has reached new levels for the brand levels, with fans reportedly spending an average of 6mins 18secs viewing the film and the “hidden tunnel” content, that rewards consumers who engage with the film.



Nike Football has over 25 million Facebook members, 1.5 million Twitter fans and almost 7 million fans across other social networks.

Throughout the Euro 2012 tournament, Nike combined digital and physical communications in Warsaw at the 'Nike Stadium' by immersing fans in the latest products and services to improve their game. 

Featuring a 30-meter LED screen as a backdrop consumers can participate in digital experiences and view “My Time is Now” film content.
 
The Orco Tower, one of Warsaw’s tallest buildings, also celebrates three of Poland’s leading players ((Kuba, Lewandowski and Szczesny) with 100 meter high giant portraits to bring players and fans closer together throughout the tournament.

Meanwhile, in terms of goals scored, 59% of the goals scored up to the quarter finals have been by players wearing Nike boots.

Dan in Cannes – video

W+K founder Dan Wieden's acceptance speech at the Cannes Festival last week for his award of The Lion Of St. Mark, for outstanding contribution to creativity in communications.

Dan and John Hegarty of BBH spoke on stage at Cannes and the organisers grabbed them quickly after their session for a chat about how the industry has changed since they started their agencies, conicidentally both in the same week, thirty years ago.

WIEDEN + KENNEDY NAMED AGENCY OF THE YEAR CANNES INTERNATIONAL FESTIVAL OF CREATIVITY 2012

Wieden + Kennedy was named Agency of the Year and Independent Agency of the Year at the 2012 Cannes International Festival of Creativity. W+K was also runner-up Direct Agency of the Year.

Full listing of W+K awards at Cannes this year, by office, follows below:


LONDON
FILM

  • Lurpak Rainbow – Savory Foods,  BRONZE


FILM CRAFT

  • Lurpak Rainbow – Editing, GOLD
  • Lurpak Rainbow – Sound Design, GOLD
  • Nokia Gulp – Animation, BRONZE


CYBER

  • Kaiser Chiefs – Viral Advertising, SILVER
  • Kaiser Chiefs – Websites and Microsites, SILVER
  • Honda Experiment Game – Other Interactive Solutions / Games, BRONZE


PRESS

  • Honda Cars Lightbulb – Cars, SILVER
  • Honda Cars Fish  – Cars, SILVER
  • Honda Cars Sweetcorn – Cars, SILVER

 

PORTLAND

  • Agency of the year
  • Independent agency of the year
  • Runner-up direct agency of the year


BRANDED CONTENT & ENTERTAINMENT

  • Coke Polar Bowl – Best Use or Integration of Digital Media, BRONZE

 

FILM

  • P&G Best Job – Corporate Image, GOLD
  • Chrysler Halftime America – Corporate Image, SILVER
  • Old Spice Motorcycle (PDX + Sao Paulo) – Cosmetics Beauty,  BRONZE
  • Nike I Would Run to You – Clothing, Footwear & Accessories, BRONZE
  • P&G What I See – Corporate Image, BRONZE
  • Old Spice Bounce – Viral Film, BRONZE
  • Coca-Cola Polar Bowl – Interactive Film, BRONZE

 

FILM CRAFT

  • P&G Best Job – Best Production Value, GOLD
  • P&G Best Job – Art Direction, SILVER
  • P&G Best Job – Direction, SILVER
  • P&G Best Job – Cinematography, SILVER
  • Levi's Legacy (Joint Editorial) – Editing, BRONZE
  • Nike I Would Run To You – Best Use of Music, BRONZE

 

CYBER

  • Old Spice Devastating Explosions – Cosmetics, Beauty & Toiletries, BRONZE
  • Old Spice MANta Claus – Best Digitally Led Integrated Campaigns, BRONZE
  • Old Spice Mano a Mano en el Bano – Best Digitally Led Integrated Campaigns,  BRONZE
  • Old Spice Devastating Explosions – Best Video, BRONZE

 

DIRECT

  • Coca-Cola Polar Bowl – Fast Moving Consumer Goods, GOLD
  • Nike Back 4 the Future – Digital Response Websites, BRONZE
  • Coca-Cola Polar Bowl – Social Media & Viral Marketing, BRONZE

 

RADIO

  • Old Spice Look – Cosmetics Beauty, GOLD
  • Old Spice Heart Tokens – Cosmetics Beauty, SILVER
  • Old Spice Windows Down, Moods Up – Cosmetics Beauty, SILVER

 

PRESS

  • Old Spice Action Hero – Cosmetics Beauty, SILVER
  • Old Spice Rocker – Cosmetics Beauty, SILVER
  • CREATIVE EFFECTIVENESS
  • Chrysler Born of Fire,  EFFECTIVE
  • Old Spice Response Campaign, SHORTLIST

 

MEDIA

  • Coca-Cola Polar Bowl – Best Use of Screens, SILVER
  • Old Spice Mano a Mano en el Bano – Best Use of Integrated Media, SHORTLIST

 

TITANIUM

  • Old Spice Mano a Mano en el Bano, SILVER
  • Coca-Cola Polar Bowl, SHORTLIST

 


NEW YORK
BRANDED CONTENT & ENTERTAINMENT

  • Jordan The Explosive Game – Best Use or Integration of Experiential Events, BRONZE

 

FILM

  • ESPN Shake On It  – Publications & Media, SILVER
  • Jordan Love the Game  – Corporate Image, BRONZE
  • ESPN The Name – Publications & Media, BRONZE

 

FILM CRAFT

  • ESPN The Name – Script, BRONZE


OUTDOOR

  • Jordan Melo Event – Digital Outdoor, SHORTLIST

 

AMSTERDAM

FILM

  • Heineken Legendary Making of the Date (Amsterdam) – Short Format Internet Film, SILVER

you have to be able to tolerate weirdness

Imagine-lehrer_jonah-16085984-frntl

I recently picked up a copy of this book, Imagine. How creativity works, by Jonah Lehrer.

The blurb on Amazon says:

The profound mysteries of creative thought have long intimidated the world's finest brains. How do you measure the imagination? How do you quantify an epiphany? These daunting questions led researchers to neglect the subject for hundreds of years. In Jonah Lehrer's ambitious and enthralling new book, we go in search of the epiphany. Shattering the myth of creative 'types', Lehrer shows how new research is deepening our understanding of the human imagination. Creativity is not a 'gift' that only some possess. It's a term for a variety of distinct thought processes that we can all learn to use more effectively.

It's an entertaining and sometimes enlightening read for anyone interested in the creative industries. I particularly enjoyed the chapters on Bob Dylan's creative process – like writing a "long piece of vomit" – and that of Pixar. "Talent is not enough. Talent fails every day…But no-one ever said making a good movie was easy…If it feels easy then you're doing it wrong…We know that screw-ups are an essential part of what we do here. That's why our goal is simple: we want to screw up as quicky as possible. We want to fail fast. And then we want to fix it. Together."

There's also a section in the book on Wieden + Kennedy. It's always a little weird to read about your own workplace in a book like this. "Can that really be us?" You wonder. Anyway, here's some of what Lehrer says about us:

Dan Wieden is cofounder of Wieden + Kennedy, one of the most innovatve and honoured ad agencies in the world. Wieden's firm has a reputation for designing unconventional campaigns, from the Levi's commercial featuring the voice of Walt Whitman to those yellow rubber bracelets that support Lance Armstrong's foundation.

Dan-Wieden

I met Wieden at the W+K headquarters in the Pearl District of Portland, Oregon. The building is a former cold-storage factory that's been hollowed out. This means that the interior is mostly empty space, a soaring lobby framed by thick concrete walls and weathered pine beams. Wieden gives me a tour of the building as he explains his unorthodox approach to fostering group creativity…

While Dan believes in the virtue of such events (as team building exercises, pie-making competitions and pub crawls) he thinks they only work if the right people are present. For Dan. this is what creativity is all about: putting talented people in a room and letting them freely interact.'It really is that simple,' he says. 'You need to hire the best folks ad then get out of the way… What I've learned to look for is the individual voice. It might be an aesthetic, or a sentence style, or a way of holding the camera. But havung that unique voice is the one thing I can't teach. I can teach someone to write copy. I can show someone how to crop a photo. But I can't teach you how to have a voice. You either have something to say or you don't."

Wieden describes the challenge of advertising as finding a way to stay original in a world of cliches, avoiding the bikinis in beer ads and the racing coupes in car commercials. And that's why he's so insistent on hiring people who don't know anything about advertising. 'You need these weird fucks,' he says. 'You need people who won't make the same boring, predictable mistakes as the rest of us. And when those weirdos learn how things work and become a little less weird, then you need a new class of weird fucks. Of course, you also need some people who know what they're doing. But if you're in the creative business, then you have to be able to tolerate a certain level of, you know, weirdness.'

There's much more in the book.

Update 01/08/12:

I see here that the author has resigned from his job at The New Yorker and that the book is being withdrawn by its publishers following Lehrer's admission that he falsified quotes attributed to Bob Dylan. As far as I know, the quotes attributed to Dan Wieden above are accurate.

W+K at Cannes – round-up

Cannes-lions-2012

Dan_wieden__lion_of_st_mark_1

Here's the complete (I think) total of Lions and special awards picked up by the Wieden + Kennedy network at the Cannes festival 2012.

PORTLAND

Agency of the year

Independent agency of the year

Runner-up direct agency of the year

BRANDED CONTENT & ENTERTAINMENT

Coke Polar Bowl – Best Use or Integration of Digital Media, BRONZE

FILM

P&G Best Job – Corporate Image, GOLD

Chrysler Halftime America – Corporate Image, SILVER

Old Spice Motorcycle (PDX + Sao Paulo) – Cosmetics Beauty,  BRONZE

Nike I Would Run to You – Clothing, Footwear & Accessories, BRONZE

P&G What I See – Corporate Image, BRONZE

Old Spice Bounce – Viral Film, BRONZE

Coca-Cola Polar Bowl – Interactive Film, BRONZE

FILM CRAFT

P&G Best Job – Best Production Value, GOLD

P&G Best Job – Art Direction, SILVER

P&G Best Job – Direction, SILVER

P&G Best Job – Cinematography, SILVER

Levi's Legacy (Joint Editorial) – Editing, BRONZE

Nike I Would Run To You – Best Use of Music, BRONZE

CYBER

Old Spice Devastating Explosions – Cosmetics, Beauty & Toiletries, BRONZE

Old Spice MANta Claus – Best Digitally Led Integrated Campaigns, BRONZE

Old Spice Mano a Mano en el Bano – Best Digitally Led Integrated Campaigns,  BRONZE

Old Spice Devastating Explosions – Best Video, BRONZE

DIRECT

Coca-Cola Polar Bowl – Fast Moving Consumer Goods, GOLD 

Nike Back 4 the Future – Digital Response Websites, BRONZE 

Coca-Cola Polar Bowl – Social Media & Viral Marketing, BRONZE

RADIO

Old Spice Look – Cosmetics Beauty, GOLD

Old Spice Heart Tokens – Cosmetics Beauty, SILVER

Old Spice Windows Down, Moods Up – Cosmetics Beauty, SILVER

PRESS

Old Spice Action Hero – Cosmetics Beauty, SILVER

Old Spice Rocker – Cosmetics Beauty, SILVER

CREATIVE EFFECTIVENESS

Chrysler Born of Fire,  EFFECTIVE

Old Spice Response Campaign, SHORTLIST

MEDIA

Coca-Cola Polar Bowl – Best Use of Screens, SILVER

Old Spice Mano a Mano en el Bano – Best Use of Integrated Media, SHORTLIST

TITANIUM

Old Spice Mano a Mano en el Bano, SILVER

Coca-Cola Polar Bowl, SHORTLIST

NEW YORK

BRANDED CONTENT & ENTERTAINMENT

Jordan The Explosive Game – Best Use or Integration of Experiential Events, BRONZE

FILM

ESPN Shake On It  – Publications & Media, SILVER

Jordan Love the Game  – Corporate Image, BRONZE

ESPN The Name – Publications & Media, BRONZE

FILM CRAFT

ESPN The Name – Script, BRONZE

OUTDOOR

Jordan Melo Event – Digital Outdoor, SHORTLIST

AMSTERDAM 

FILM

Heineken Legendary Making of the Date (Amsterdam) – Short Format Internet Film, SILVER

LONDON

FILM

Lurpak Rainbow – Savory Foods,  BRONZE

FILM CRAFT

Lurpak Rainbow – Editing, GOLD

Lurpak Rainbow – Sound Design, GOLD

Nokia Gulp – Animation, BRONZE

CYBER

Kaiser Chiefs – Viral Advertising, SILVER

Kaiser Chiefs – Websites and Microsites, SILVER

Honda Experiment Game – Other Interactive Solutions / Games, BRONZE

PRESS

Honda Cars Lightbulb – Cars, SILVER

Honda Cars Fish  – Cars, SILVER

Honda Cars Sweetcorn – Cars, SILVER

wieden + kennedy named Cannes agency of the year 2012 – twice!

Ceremonie-Dan-Wieden--(4)
W+K founder Dan Wieden collects his Lion of St Mark award for outstanding contribution to creativity in communications at the Cannes festival.

Some words from our global chief Dave Luhr, who was in Cannes for the advertising awards festival this week:

So last year at Cannes we were awarded Independent Agency of the Year. This year we won the same honor again.  That’s big news.  But to make things even better, and a bit more confusing, we also won Agency of the Year.  So Cannes has both an Independent Agency of the year award and an overall Agency of the Year award – we won both.  And we were runner up Direct Agency of the Year. We also won a lot of other awards across a wide range of clients and offices.  Proving once again the consistency of our creative product throughout the world.   

But  even more important than the awards, I can’t tell you how many people came up to us at Cannes and talked about how damn special this agency is.  And what a great place it is to work with/for.  That’s the award we should be most proud of. So a huge thanks to everyone – in every office – who helped make 2012 yet another strong year for Wieden + Kennedy. 

Time to focus on 2013.